A Study On The Effect Of Service Recovery Considering Consumers’ Active Additional Reviews On Repurchase Intention

The rapid development of the Internet and the technological progress of e-commerce make more and more merchants begin to transform to low-cost and efficient online sales.However,unlike physical retail,consumers can not personally observe and experience,so service failures often occur.At the same time,the online reviews developed by e-commerce platforms enable consumers to freely share their shopping experience.As consumers pay more and more attention to online reviews,platforms have successively introduced the function of additional reviews,which can directly reflect consumers’ repurchase intention.Merchants combined with review information can not only provide consumers with satisfactory service recovery strategies,reduce consumers’ dissatisfaction,but also help merchants understand consumers’ needs and reduce cost losses.Therefore,it is worth paying attention to the management of e-commerce merchants’ service recovery and consumers’ willingness to repurchase by considering consumers’ initiative to add comments.Based on the situation of online shopping failure,this paper constructs a two-stage service recovery game model between e-commerce merchants and consumers,analyzes two additional review situations where the initial review and additional review are both favorable,and the initial review is negative,and the additional review is favorable,and defines the factors that affect consumers’ willingness to repurchase.On the basis of consumer perceived utility and merchant cost optimization,the results of the model are obtained.With the severity of service failure as the boundary variable,the optimal service recovery strategy of merchants and the change of consumers’ repurchase intention under two kinds of active additional reviews are discussed by numerical analysis.The results show that: The severity of service failure has a crucial impact on the merchants’ service recovery strategies.The merchants’ service recovery behavior enhances the consumers’ post-purchase utility.Under the same circumstances,consumers’ repurchase intention after making consistent additional comments is much higher than that after making contradictory additional comments.Factors such as product price have a greater impact on consumers’ repurchase intention after making consistent additional comments.At the same time,the model takes into account the influence of merchant reputation on consumers’ repurchase intention.By introducing merchant reputation variables and a two-stage service recovery game model,it is concluded that the increase of merchant reputation will significantly increase consumers’ repurchase intention after consistent additional reviews,but the impact on consumers’ repurchase intention after contradictory additional reviews is not obvious.The research results expand the research field of online reviews,enrich the research system of consumers’ repurchase intention after service recovery,and provide a valuable reference for merchants to formulate reasonable and effective service recovery strategies,so as to enhance their market competitiveness.